Summary
A flexible reference architecture will allow digital experience (DX) to adapt to more scenarios, brands, and business units. Couple architecture with smarter, AI-enabled practitioner tools, and DX should take root across the enterprise.
Artificial intelligence and machine-learning (ML) capabilities will be transformative for digital experiences.
DX is likely to move far beyond operational improvement into all aspects of design and omnichannel experience delivery.
The commoditization of DX technologies will lead to a refocus on brand differentiation.
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